Domestic sports giant running foreign brands in Anta Li Ningjiao hit Tibu to make "world running shoes"

China Times (chinatimes.net.cn) reporter Huang Xingli Beijing report

"In the 2008 Beijing Olympics, I was in the Bird's Nest. At that time, I saw the athletes in our country winning the championship. When the national flag rose, there was a very strong sense of national pride. However, in the track and field, most of our athletes were wearing foreign brands. Run shoes. Such a situation has been on the Chinese marathon for decades. I thought at the time that we could make a pair of world -class running shoes that belong to the Chinese. " On the evening of the 5th, the media, including the Huaxia Times, talked about the original intention of its recent big move -on the same day, Ding Shuibo announced that Tobe will locate the global market with the new brand strategy of "world -class Chinese running shoes".

The current golden age of domestic sports shoes and clothing brands. The time goes back to 2008. Thanks to the Beijing Olympic Games, the Chinese sports shoes and clothing market appeared for the first time. When watching the Olympic Games in Beijing that year, Tubu International, who was at the helm of Ding Shuibo, had just landed on the Hong Kong Stock Exchange. If the closing price on the first day of listing on June 3, 2008 is the basis, as of September 6 this year, the stock price of Tubu International has increased by 464%in more than ten years, and in 2021, its stock price increased by more than 240%. Essence During these fourteen years, domestic sports brands have written a lively "Chinese brand story" from the outbreak to pain to pain to transformation and adjustment, which also includes Tubu. Standing at the moment, as the third largest giant in domestic sports shoes and clothing, how will Tubou win himself?

Break foreign capital monopoly

"Who else do you want to go forward again?" In the latest promotional video released by Trap, a meaningful copy reminds the market to remind the market as the third largest sports shoes and clothing companies in China. It is not satisfied with it.

As the helm of this company, Ding Shuibo also announced the latest trend of Tubu on September 5: officially positioning the new brand strategy of "world -class Chinese running shoes" to the global market. "Tubu will focus on the running shoes system around the advantage field, focusing running as our strategic force, and focusing on creating a world -class running product." Ding Shuibo said that we also hope that in national brands from China to the world, from excellence to greatness in great way to great to great to greatness In the process, Tubo can become one of the pioneers.

Although it is on a different starting line with foreign -funded giants, through the marathon, Tub is step by step to break foreign -funded monopoly and advanced world -class sports brands. "In the year of 2021, 7 of the top 10 marathon runners in China were wearing the Tubu 160X series running shoes. This is the first time among the Chinese marathon, the Chinese brand." Ding Shuibo revealed that 2018, 2018 -In 2022, the Tuban 160X series helped 38 Chinese athletes to win 207 championships. In addition, in 2021, at the Xiamen International Marathon of the World Field Platinum Tournament, among the 3 hours of elite runners, the Sef 160X series running shoes wearing 51%, surpassing all foreign brands.

Public information shows that the special brand brand was founded in 2001, and Tubu International was listed on the main board of the Hong Kong Stock Exchange on June 3, 2008. In 2019, the Step Group further enriched its brand combination to cover four internationally renowned brands, including Ga Shiwei, Paladin, Sononi and Mai Le. However, at present, the main brand Tub is still the main source of income from Tipbo International.

For the latest brand upgrades to the global market, Li Yingtao, a senior analyst of the retail industry of the brand's retail industry, pointed out on September 6th reporter's analysis of the China Times reporter that it is not only Tubp, including Anta and Li Ning. Positioning, but because it has stabilized the heels and occupied the competitive advantage in the domestic and low -end markets, the future goals will definitely point to the world -class sports brand.

Li Yingtao's analysis of this reporter believes that compared with the international top -ranking brand of running shoes, Tub wants to catch up, and its gap does not only refer to the material research and development of running shoes and the design of the product. Brand compete. He believes that Tubu will still need to establish a differentiation image and impression with other domestic sports brands in the minds of Chinese consumers in the future. At present, the differentiation of domestic sports shoes and clothing brands is not so obvious. It is also a good development path on running products.

It is worth noting that in September 2021, Tubo International launched the fifth five -year plan at the investor conference. Tubo Group believes that the special brand brand is still the largest growth momentum of the group in the next few years, and the new brand can bring the group's long -term sustainable development. Therefore, Tubou is expected to reach RMB 20 billion by 2025, with a compound annual growth rate of more than 23%; and the new brand is expected to revenue in 2025 by 4 billion, with a compound annual growth rate of more than 30%.

Anxin International recently released a "buy" rating of Tubu International. The research report pointed out that "China has always adhered to the strategy of sports power in recent years. It is believed that domestic sports are still a track worthy of attention. With the gradual realization of the five -five planning in the future, the company is expected to form a synergy effect through multi -brand layout and further enhance further improvement market share."

The gap between domestic giants is still there

Since last year, the performance of the international sports brand giants represented by Adidas has declined successively, showing a weak trend in the Chinese market, and competition between local sports brands and international leaders has begun to become fustible.

On August 22, Adidas announced that his chief executive officer would leave in advance next year. It is worth noting that before his departure news broke out, he was interviewed by the media. He bluntly said that he "made mistakes" for the decline in Greater China. The second quarter financial report released by Adidas on August 4 shows that it lasted a decline in the first quarter in Greater China, and revenue in the second quarter fell by 35%year -on -year. In addition to Adidas, Nike's previous fourth quarter of fiscal year and the full fiscal year performance report as of the fourth quarter of fiscal year as of May 31 also showed that in Greater China, it included US $ 7.547 billion in the annual. In the fourth quarter, revenue was $ 1.561 billion, a year -on -year decrease of 19%.

In comparison, although the domestic epidemic was influenced by the domestic epidemic in the first half of this year, domestic sports brands still maintained a stable growth trend. The four major domestic sports shoes and clothing companies recently released performance. In the first half of this year, Anta, Li Ning, Tubu, and 361 ° revenue were 25.965 billion yuan, 12.409 billion yuan, 5.684 billion yuan and 3.654 billion yuan, respectively, with a year -on -year increase of 13.8%, respectively. , 21.7%, 37.5%and 17.6%. Tub's revenue increased in the first place.

Speaking of the intensified competition with Adidas and Nike, where the domestic sports brand should work, Li Yingtao analyzed the reporter of the China Times that the domestic sports brand in the basic R & D side of the product is indeed insufficient. In addition, domestic sports brands The operation system is also very different from Adi Nike.

"Football and basketball are the two largest sports in the world. Adi and Nike have monopolized the sponsorship of these two major events, top star resources, etc." Li Yingtao said that although many people including running are involved, they are still small. The ecological scale brought by the public movement is still difficult to compare with basketball and football. However, Tuba is indeed a breakout path in the running field. Start up, and then slowly grow up. For domestic brands, the creation of sports ecology can not be completed overnight. This is a systematic project.

However, it is worth noting that Chatep is continuing to run the running ecosystem. At present, the special running tribe established by Tubo has 1.5 million members and is one of the largest and most active brand running groups in China. Tubo is also the most sponsored sports brand in China. It has sponsored more than 1,000 games since 2007. It is the industry's first -road China's first running brand.

Ding Shuibo also announced on September 5 that in the next 10 years, Tubu will invest 5 billion to help China running, including product research and development innovation, competition and athlete support, Chinese people's racing incentive plan, running group operation support, 5km/10km The establishment of the event, etc., continues to build the running ecosystem, and continuously builds the competition barrier in the field of running.

Editor -in -chief: Editor Lu Xiao: Han Feng

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